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003			OSt
005			20211216100857.0
008			150706b xxu||||| |||| 00| 0 eng d
020			_a9780538479868
040			_cLC
050			_aHF5821.O34
245			_aAdvertising and promotions: an integrated brand approach. / _cRichard J. Semenik ...[et al.]
250			_a6th ed.
260			_aMason: _bSouth-Western, Cengage Learning, _c2012.
300			_axli, 710p. : _bills. ; _c29 cm.
500			_aIncludes index.
505			_aContents: Advertising and integrated brand promotion in business and society: The world of advertising and integrated brand promotion -- The global structure of the advertising and promotion industry: Advertisers, agencies, media, and support organizations -- Regulatory, social, and ethical aspects of advertising and promotion in the global market -- The history of advertising and brand promotion -- Analyzing the environment for advertising and integrated brand promotion: Advertising, consumer behavior, and integrated brand promotion -- Market segmentation, positioning, and the value proposition -- Research in advertising and promotion -- Planning for advertising and integrated brand promotion -- The creative process: Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing the creative -- Placing the message in conventional and "new" media: Media planning essentials -- Media planning: Newspapers, magazines, television, and radio -- Media planning: Advertising and IBP in digital/interactive media -- Integrated brand promotion: Sales promotion, point-of-purchase advertising, and support media -- Event sponsorship, product placements, and branded entertainment -- Integrated direct marketing and personal selling -- Public relations, influencer marketing, and corporate advertising.
942			_2lcc _cBK
999			_c5611 _d13111